Zapier moves enterprise marketing to ChatGPT Work and automates reporting

Zapier's enterprise marketing team has rolled out ChatGPT Work for three key processes: reducing losses in the lead funnel, preparing ad materials and automating reporting. The case study was published on the OpenAI blog.

What is ChatGPT Work

ChatGPT Work is OpenAI's enterprise product for team-based work with generative AI. Unlike the consumer version of ChatGPT, it is built for shared use: employees work in a single environment with shared projects, context and conversation history, rather than in isolated personal accounts.

Zapier is a major no-code automation platform that connects more than 7 000 services through API integrations without writing code. The company's enterprise division works with enterprise clients: the sales cycle is long, the marketing funnel has dozens of touchpoints, and losing a lead at any stage means a lost deal.

OpenAI publishes case studies like this to promote ChatGPT Work in the enterprise segment, where it competes with Microsoft Copilot and Google Workspace AI. For enterprise buyers, concrete adoption stories matter more than abstract promises — they show how the tool works in real teams.

Three tasks handed to AI

Zapier's marketers focused on three specific areas, according to the case study on the OpenAI blog.

• Reducing lead-funnel losses: identifying drop-off points and adapting communication with prospective customers at each stage
• Preparing ad materials: speeding up the creation of copy, landing pages, emails and other campaign assets — from first draft to final version
• Automating reporting: aggregating campaign data and generating regular reports without manual assembly

Content creation and customer-journey analytics are the two most common applications of generative AI in B2B marketing. Zapier, a company with a long-standing focus on automation, is among the early enterprise adopters of ChatGPT Work.

Why these three areas

In enterprise marketing, funnel losses are expensive: every lead that drops out is a potential deal that never happened. ChatGPT Work helps Zapier's marketers analyze customer behavior faster and tailor messaging to a specific funnel stage. According to the OpenAI blog, fewer drop-offs became one of the key results of the rollout.

Preparing ad materials traditionally takes up a significant share of a team's working time. The cycle from first draft to final sign-off involves several iterations, and the AI assistant speeds up each one. Automated reporting, in turn, frees analysts from mechanical data assembly and lets them focus on interpreting results.

According to the

OpenAI blog, ChatGPT Work allowed the Zapier team to reduce lead losses in the funnel, speed up the preparation of ad materials and switch regular reporting to an automated mode.

What this means

The Zapier case reflects a typical pattern of targeted enterprise AI adoption: companies start not by restructuring their entire operation but by automating specific repetitive tasks with measurable impact. The three areas chosen — funnel, content and reporting — cover the key pain points of most enterprise marketing teams, which makes Zapier's experience a practical reference point for the B2B market.